Innovations help shop avoid daily grind

Business bureau names Silk Espresso as Torch award winner, Leah McMahon

By Shannon Wells

The Gresham Outlook, Apr 1, 2009, Updated Oct 30, 2009

Jim Clark / The Outlook

Silk Espresso owner Leah McMahon won a Better Business award for innovative business practices including "paperless coupons" texted to customers.

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How does innovation factor into selling espresso drinks? Leah McMahon is not afraid to explore the ways.

From paperless coupons delivered on cell phones to “espresso cubes” that recycle caffeinated shots, she and her employees are pushing the envelope on unusual but effective practices that promote sustainability while setting Silk Espresso apart from the caffeinated competition.

The efforts paid off when the Better Business Bureau presented its “innovative business practices” citation to the business as part of the 2008-09 Business of the Year Torch Awards. The bureau honors business practices and showcases companies that demonstrate excellence in the Oregon/Southwest Washington marketplace each year. Other categories include large business, small business, community involvement and customer service.

McMahon was thrilled when she found out one of her customers had nominated Silk Espresso – which operates a drive-through at 401 West Powell Blvd., a church-based café at 701 N. Main Ave. and café at 3030 N.E. Hogan Road – for the award.

“It was really exciting when I heard about it,” she says, explaining how the process played out. “Customers can go online (to the bureau) and rate you.”

Once nominated, McMahon wrote up an “executive summary” of her business plan and successes thus far. Admitting she wasn’t sure what the bureau would be impressed with, McMahon found herself encouraged by the time for reflection.

“It was fun to take a look at the last three years and see how far we’ve come,” she says. “I came away with this wonderful document and marketing tool. The (bureau) award was really the icing on the cake.”

Here are some of the innovations that led to the Torch Award:

• Window clings: a customer punch card that clings to the inside of car windshields.

• Espresso cubes: freezing extra espresso shots in ice cube trays instead of throwing them out. McMahon says she found the frozen cubes made coffee smoothies stronger, thicker and less watery when added to the blended drinks.

• Silk Devotee Club: monthly e-mails with coupons, special offerings and a free Silk Espresso cheesecake on customers’ birthdays, cutting down on paper advertising.

• Paperless coupons: guests send a text to receive coupons right to their cell phone as often as three times a week, redeemed by showing the cell phone screen with the current message to the barista.

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